Brighton Petroleum
Best service in a country mile!
Brighton is one of Melbourne’s most prestigious suburbs, located just south of the city between Elwood and Hampton. One of Brighton’s most iconic landmarks is Dendy Street Beach, home to the famous Brighton Bathing Boxes, a beloved symbol of Melbourne’s beach culture.
Situated in this exclusive locale, Brighton Petroleum stands out as a fully branded Sunrise store, delivering a premium convenience retail experience that aligns with the high standards of the New Sunrise Retail Network, catering to both the local community and travellers.
Nick Frangou pictured with his son, Chris Frangou
Key strategies implemented at Brighton Petroleum
“We’ve focused on a few key areas to drive sales. Firstly, we’ve fully embraced the New Sunrise promotional program, making sure we highlight market-leading deals like the $2 Pepsi 600mL offer, which has brought increased foot traffic. We’ve also improved product placement and store layout to enhance customer experience, making high-margin impulse products more accessible. Additionally, expanding our food-to-go range with fresh bakery-style pies and sausage rolls has been a game changer, especially for morning and afternoon trade. Lastly, strengthening customer engagement and service has helped build loyalty, ensuring repeat business.”
A Conversation with the Operators
We had the pleasure of chatting with Chris & Nick, who operate Brighton Petroleum, to get their insights on the recent transition to a fully branded New Sunrise store. Their feedback highlights how the branding shift has enhanced customer engagement, improved store layout, and strengthened promotional impact, ultimately driving growth and customer satisfaction.
What were the main areas you focused on to drive sales growth at Brighton Petroleum?
We focused on four key areas to increase sales:
1. Promotions & Pricing Strategy – By leveraging New Sunrise’s promotional program, we ensured strong visibility for high-impact deals.
2. Store Layout & Product Placement – We optimized the store layout to improve customer flow and accessibility, strategically placing high-margin impulse products to encourage add-on purchases and maximize basket size.
3. Food-to-Go Expansion – Recognizing the demand for fresh and convenient meal solutions, we expanded our Jill & Jack bakery-style pies and sausage rolls, ensuring daily availability.
4. Customer Engagement & Service – We placed a strong emphasis on staff training to enhance the overall shopping experience. Accelerate Training has played a key role in equipping our team with the skills needed to provide friendly, efficient service, encouraging customer loyalty and repeat visits.
New Sunrise’s Role in Brighton Petroleum’s Success
The transition to a fully branded New Sunrise store has played a crucial role in Brighton Petroleum’s growth and success. With the support of the New Sunrise Retail Network, we have been able to:
1. Leverage Market-Leading Promotions – Through exclusive deals such as the $2 Pepsi 600mL, $1 Cool Ridge water, and $1 Reese’s promotion, New Sunrise has helped us attract more customers, increase foot traffic, and boost overall basket size.
2. Optimize Product Range & Store Compliance – Ensuring we stock the right products at the right price, meeting customer expectations while improving sales consistency.
3. Enhance Store Layout & Visual Merchandising – We have optimized store flow and impulse zones, improved the shopping experience and encouraged higher-value purchases.
4. Improve Staff Training & Customer Engagement – Accelerate Training, provided through New Sunrise, has helped us develop a highly trained team, ensuring top-tier customer service and fostering repeat business.
With New Sunrise’s ongoing support, strategic insights, and promotional strength, Brighton Petroleum has successfully positioned itself as a leading modern convenience store, delivering value, quality, and an exceptional customer experience. We wish Nick and Chris all the best as you continue to drive the success of Brighton Petroleum!
